Apple's Passbook can provide a sort of testing ground for companies unsure about creating their own mobile applications, Urban Airship's chief marketing officer, Brent Hieggelke, said at the MMA Forum. The tool, which lets consumers store coupons, boarding passes and forms of mobile payment, also allows companies to create "mini apps" that in turn empowers them to offer coupons and deals that can be sent to consumers via Passbook.

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